Marketing Analytics

Email Marketing Statistics Overview

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We’ve gathered relevant email marketing stats for you to keep updated on trends and hit on new ideas, and divided them into ten categories:

  1. General statistics;
  2. ROI;
  3. Automation;
  4. Personalization;
  5. Design;
  6. Content;
  7. Testing;
  8. Metrics;
  9. Artificial Intelligence;
  10. GDPR Regulation.

Scroll down to the category you are interested in to find the summarized statistics and enjoy full reports by clicking on the links.

General statistics

In 2018, the number of email users worldwide reached the benchmark of 3.8 billion. — Statista

By 2021, the number of email users worldwide is expected to have grown up to 4.1 billion. — Radicati Group

In 2018, almost 47% of marketers expect to spend more on email marketing, while 33% admit their email marketing budget will be the same. — GetResponse

The biggest challenge for 39% of email marketers is limited internal resources followed by tight budget, inefficient internal processes, scarcity of data, and lack of strategy. — DMA

Email marketing challenges


In 2017, email revenue totaled $23.8 billion, and it is expected to have grown to over $46.8 billion by the end of 2021. — Radicati Group

ROI for every dollar spent on email marketing amounts to $44. — Campaign Monitor

77% of ROI comes from segmented and targeted email campaigns. — DMA

18% of email marketers claim email marketing to be “excellent” for ROI, while 29% claim it to be “good.” — GetResponse


83% of email marketers rate their automation expertise level as basic, beginner or intermediate, and 18% rate themselves as advanced users or experts. — GetResponse

Welcome series and promotional emails are the most common types of automated campaigns, followed by transactional, event-triggered emails, and blog updates. — GetResponse

Automated emails stats

30% of email marketers find the time saved to be the biggest benefit of marketing automation, followed by lead generation and increase in revenue — 22% and 17% respectively. — GetResponse

Automated emails deliver 2X higher open rate and 4X higher click-through rate (CTR) compared to business as usual emails. — Yes Lifecycle Marketing


52% of consumers are likely to choose another brand if a company doesn’t personalize its content. — Salesforce

Only 4% of companies use layered personalized targeting that combines demographics with behavioral segments, lifecycle position, activity level, and lead scoring. — GetResponse

11% of email marketers personalize their subject lines. It pumps open rate by 5.5%. — GetResponse

26.14% of email marketers use personalization in email bodies, which brings 6.91% higher open rate and 1.31% higher CTR. — GetResponse

Segmented campaigns drive a 760% increase in revenue. — Campaign Monitor


68.4% of marketers use responsive design for broadcast and segmented emails, 60% use it for transactional emails, and 64.5% use it for automated and triggered emails. — Litmus

44.1% of email marketers consider interactive content to be the biggest trend, followed by personalization, bite-sized content and storytelling. — Litmus

Email design trends for 2018

80.3% of users delete emails which are not optimized for mobile, and 30% of them decide to unsubscribe. — BlueHornet

In December 2017, 47% of emails were opened on mobile, 36% on webmail, and 17% on desktop. — Litmus

 Open rate statistics


42% of B2C marketers find discounts to be the most helpful type of content in achieving their campaign objectives, followed by videos, articles and magazines produced by the brand (34%), and new products updates (27%). — DMA

51% of marketers send identical content through all their channels. — Salesforce


11% of marketers continuously test their emails, while 60% don’t proactively test email campaigns. — GetResponse

Email testing and optimization chart

A/B testing improves conversion rates by 49%. — Campaign Monitor


In 2018, 63% of email marketers track opens and clicks to evaluate their campaigns, 28% analyze mid-funnel outcomes, and 23% measure subscribers’ activity and value over time. Surprisingly, 28% of marketers don’t track any metric at all. — GetResponse

Average open rate across all continents is 24.88%, whereas CTR is 4.06%. — GetResponse

Top opened emails are sent by non-profits, representing seasonal offers or covering arts and entertainment topics. The highest click-through rates are noticed in publishing, arts and entertainment, education, and non-profit sectors. — GetResponse

Wrong email frequency causes 67% of unsubscribes, followed by wrong content and absence of mobile optimization — 65% and 51% respectively. — Litmus

Artificial Intelligence

51% of marketers use artificial intelligence (AI) across all marketing channels, and 27% are going to implement it in 2018. — Salesforce

This year, 64% of marketers who use AI have noticed an increase in their overall marketing efficiency. — Salesforce

GDPR Regulation

The GDPR Regulation of the EU parliament 2016/679 was enacted almost two months ago.

As of March 2018, 6% of companies claimed to be ready for the new regulation, 49.2% were aware but hadn’t started preparation, 16% had never heard about it, and the rest 18% could be divided into two groups: those who were almost ready, and those who thought they would be able to prepare within the following few months. — Smart Insights

Marketers feel ambivalent about GDPR: 43% claim its effect to be “negative” or “very negative,” while 36% feel positive about the regulation. The rest responders do not see any impact on their marketing programmes. — DMA

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Email Marketing Statistics Overview
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